Write a summary of the steps you would take so that the company’s good name survives this PR disaster:

• How would you deal with the press?

• Who would you contact, in what order, and what would you tell them?

• What advice would you give to the company in order to ensure that the crisis does not escalate?

• How would you deal with the company’s staff, shareholders, customers and suppliers?

Feel free to refer to examples of other PR disasters / successes from the readings to back up your arguments (see readings, next week's lecture).

Information in the body of the e-mail

Tidy and readable - easy to read fonts

Often what is published is a matter of chance

Background notes

Numbers/Website/Twitter/Facebook

Other Ingredients

Weekly papers - (Tuesday/Wednesday)

Daily papers - Evening

Radio/TV - Main bulletins

Internet - First thing / Lunch time

Timing

What is going to make peopleread your story?It's the audience that's important.Who's who in the company?

Research or statistics to support your claims

A plethora of pictures

Pre-written press releases for negative eventualitiesBe Prepared

More attention

No one else gets the news

Consolidates your contact

The 'Exclusive'

“... anyone coming into public relations should make their first task that of visiting a newspaper, talking to the journalists and finding out how they work and what they require from the public relations person.

“I’m continually annoyed at the lack of understanding of a journalist’s job by some public relations people.”

- Jim Dunn, Successful Public Relations

What if there's nothing new to say?Tenuously attach yourselfto another news story

It's better to be quoted second,than not at allAlso useful for burying bad news!Advantages?Quick and easy to distribute

Convenient for the PR officer and the journalist

Stop the journalist digging

Easy to keep the information

Control the message word-for-word

Easy to control the timingDisadvantages?Hundreds arrive every day

Everyone gets them

'One-size-fits-all'

Tendency to send lots in the hope one sticks

Careful businesses equal boring press releases

If it's a big story, the journalist will dig anywayMake sure everyone who needs to see the press release has seen it before it is sentHindering the journalist isn't the answer!The importance of the press to PR"Notwithstanding what some in the PR industry like to say, media relations remains the core skill of public relations... It is the PR person who is left to pitch the story to the sceptical journalist, or to take that difficult call when the media have uncovered a damaging story. It is a role that the people who run big organisations value. It is no accident that so many of PR's top figures - and highest earners - are known for their media handling abilities."

Remaining high-qualitypress want good PRWho is the audience?What will be of interest to them?

How much do they know?

Local - popular - specialised.

Who do they trust?Pick a PicTalking to the PressTurn the negative positive“This issue will only make Lululemon that much stronger because they will pay even more attention to detail. This company strives on separating themselves from not just being good, but being great.” The PR officerwants good news The journalistwants bad newsThe Information Trade(How much news is there?)Read/watch/listen to everything

- What are they saying about you?

- What are they saying about your competitors?

- What issues do different media give space to?

- What journalists/editors were responsiblefor these stories?Reward and PunishExclusive news Access to bosses / celebs

Perks

Refuse information(more effective with big businesses)

Complain to editors / managers

Threaten the law

Give another journalist the bad news

Undermine a story by briefing another journalist

You need a balance - or journalists will hate you!Structure

Journalistic Style

Avoid jargon!

The News Pyramid

As little adaptation as possible -leads to loss of message / questions

Short - 300/800 words

How to talk to a journalist"I believe this story would be of interest to your kind of paper / magazine, etc..."

"I read your very interesting article this morning, and thought this could develop the story..."

NOT

"Didn't you get the press release? Why isn't it up on the website?"Explain the story straight away - no faffing

Less credibility - refer to a 3rd partyPR: Dealing with the PressPart I: Assignment #3Part II: The Press and PRPart III: The Press ReleasePart IV: Talking to the PressAnyquestions?SummaryPress ReleasesNew Evidence

Unexpected Timely

About People Effects People

Effects people like your audience

Celebs Good quotes

Simplicity Sex

(Crime, Violence, Bad News, Conflict)You've been hired by Bangor Food Ltd. to restore their good name.